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I think what's often lost sight of today
is that the Constitution is there to

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protect the citizen from government.

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That it is the bulwark that sustains the
liberties we are so used to having that

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we're not even aware of.

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If it were not for the Constitution,
there would be no fixed points as to our

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social arrangements. They reassured
these 13 colonies that they were not

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bartering away fundamental liberties
that they wanted.

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In other words, it enlarged on the
original concept of the Constitution,

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much more concrete, and enabled the
Constitution to be adopted by the 13

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colonies. Gave it that force, which it
still has today.

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And people who talk about noodling with
this thing, or making it say what they

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want it to say, are the very people that
we should regard as dangerous and wrong

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to listen to.

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Governments are instinctively,
automatically, and inevitably,

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There's no question about it.

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Bill, what prompted you to make firearms
rather than doorknobs, say, or

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something equally prosaic?

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Why guns?

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Well, you know they're interesting.

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Fascinating.

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And there's just something about a thing
like a firearm or

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a boat.

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that any man really can develop a
genuine enthusiasm about or interest in.

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When I was a boy and when I was in my
teens, I just loved to shoot, and part

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the reason was that I liked the firearms
themselves.

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It wasn't just shooting to hit
something, but it was to use that well,

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firearm well, you know.

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And there were some firearms I thought
were better than others. I liked them

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better one way or another, one reason or
another.

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When I first learned...

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the principles under which machine guns
function.

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I was just fascinated.

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It was almost like a little kid finding
out how a steam engine works or an

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internal combustion engine.

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I almost immediately started making
drawings of how I would incorporate

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principles. And, of course, it was all
very limited because you can't design a

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thing if you have no idea of how things
are manufactured.

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I can remember even that at one point I
was just astonished to learn that there

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was such a thing as machine tools, that
there was a thing called a lathe that

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could turn steel or drill steel with
drill presses and mill steel and shape

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with old -fashioned shapers and planers.
I mean, to me, this was, ah, that's how

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these hard steel parts are formed.

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You know, to some child that's been used
to making things with a hammer and saw,

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it was a revelation.

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And I must say that guns weren't the
only thing I tried to design at first,

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they have always been the thing that
came back to most strongly in Urchin.

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I just loved guns.

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I loved the outdoors hunting experience.

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I always wanted to be an explorer.

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It was sort of one of the ironies of my
life that there's nothing much left to

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explore. But people can talk about
exploring space and exploring with a

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microscope and all these sublimations,
you know, but that's not tramping

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the jungle and seeing a river for the
first time in recorded history.

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But that's what I'd have loved to have
done.

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I was actually pretty close to Mr.
Ruger.

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In many ways, it was a very
paternalistic relationship, and I spent

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time with him and knew a lot about him.

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He grew up in Brooklyn, New York, and it
was rural at the time, and he learned

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to shoot out there. He had a .22 rifle
that his father actually gave him when

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was 12.

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At the time, you could take a rifle from
your home and get on a streetcar and go

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out to the end of the streetcar line and
go shooting, and that's what they did,

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and that's how he developed his love of
shooting.

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wasn't all that good.

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Bill's father unfortunately committed
suicide.

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And so Bill then was shunted off to live
with aunts and grandparents and things

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like that. So he didn't have the
guidance of his father, and I got the

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impression that they were fairly distant
to each other. He attended the

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University of North Carolina. He started
out as a business major because the

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family thought, you know, that would be
a good thing to make money.

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Didn't like it at all.

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And after two years, he dropped out.

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And he began designing his first guns
there on the dining room table of his in

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-laws, which is where they were living
in North Carolina.

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He also made friends with people in a
machine shop in Brooklyn, and he would

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to the machine shop frequently and just
hang out there because he was fascinated

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about how things were made, not just
what they were, but how do you make

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What are the machines that make the
things that people use? And he was

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fascinated by that, probably made quite
a pest of himself at the time.

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He also was a rather introverted kid,
bookish, spent a lot of time in the

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Brooklyn Public Library.

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became fascinated with firearms and
firearms mechanisms and tried to learn

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much as he could just from researching
things, as well as mechanical

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and mechanical processes.

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So he was really, if you want to call it
that, a self -taught engineer.

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He was very much a lone wolf. He was
very much, I can figure things out.

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I'm on my own. I need to be on my own.

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I don't have guidance from anybody. And
the people that are trying to tell me

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what to do really don't know what
they're talking about. So I'm going to

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my way.

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And that he did.

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And he showed a lot of promise as a gun
designer early on. And that was

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recognized. And he went on from there.

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Years ago, we used to have a 10 -year
club.

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Any employee who had been here at least
10 years would get to go to a dinner,

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and it was a pretty big affair.

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And this is a souvenir of one of those
dinners.

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This is an example of something that
would have been given away. This is a

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anniversary 44 carbine coin.

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with the Ruger emblem on it.

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This was one of the early boxes used to

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ship the pistols.

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One of the few things that we still ship
here in Southport are auction guns,

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which are guns that are rare, either
shipped many years ago and out of

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production or never launched.

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This example is

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A pistol that was bid on by someone and
successfully purchased it.

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And now we're going to ship it to an FFL
dealer who will deliver it to the

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customer. The shipping department is
actually one of the few things that has

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remained the same as it was 50 years
ago. Where we're standing here, this is

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machinery.

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Where those filing cabinets are, that
was the polishing room.

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and the polishing compound that they
used would sometimes catch fire, but you

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couldn't get the guys to get off their
stools.

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And all of this was all machinery.

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These offices were not here. The tool
room was here, which was open, and all

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that was machinery.

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It's been many years since we cleaned
the place out from production, all the

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machinery and everything else that was
here and built these offices.

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At this point, it's old hat to me.

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But back then when we were doing it, it
was a big deal.

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All of these lines that you see on the
floor, by the way, are all from back in

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the day.

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They either marked walkways or places
where work would be stacked.

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Did Bill ever come through here?

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I'm sure he did. He came through
everywhere.

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He would come through, and he would talk
to the fellas, and he would inspect the

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work. I remember him coming through down
our end, and he would just every once

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in a while look at pieces of work,
whether it was a cylinder or a stock in

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assembly room or in the polishing
department or the filers were down at

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end. He never lost his feel for the
beginning of

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when he started.

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I believe that he really had a keen
interest in the product.

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It was his baby.

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All the products were his baby.

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Anybody who comes from nothing and
becomes a successful business person

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has to have drive.

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And he had the drive, he had the ideas.
He started out making tools that looked

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like firearms, and then he progressed to
firearms.

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He was very innovative, and he was
always looking for good engineers,

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the best raw material, and he wanted his
products to be sturdy,

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dependable, and affordable.

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Well, I think the art factor of
gunsmithing would be the fact that you

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a very bad -looking piece of metal and
polish it and

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end up with a new look. Or you take
stock that's been broken in half and

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you replace it and make a new stock for
it. That's the art form.

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The mechanic form is everything
internal.

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But the art form is wood and metal.

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We get a lot.

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of stuff that looks really, really bad.
And we end up making it look near new,

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I think.

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Customers are happy.

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This is Zach. Zach is preparing an
extension on a buttstock, making it

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longer for a person who's 6 '4". Phil is
working on a semi -auto Beretta,

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one that failed to work.

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Bill Ruger had a magnificent brain when
it came to

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manufacturing and design.

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He was able to foresee way, way, way
ahead of his time. You know, the

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casting, he was spectacular.

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He advanced this industry a lot.

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These wax injection presses begin the
process. We have to make a wax pattern

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every casting.

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that we propose to produce.

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This tree of steel components is now
ready to go to the abrasive saws where

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the parts will be separated from the
gate and runner.

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Although these castings look like
finished parts, they are in fact far

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finished. For this purpose, we have
hundreds of machine tools in our New

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Hampshire and South Fork factories and
long sequences of machine operations to

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be performed.

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before at least these major components
can be called ready for assembly to a

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finished firearm.

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Because this process opens up so many
design possibilities,

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it makes possible for you as a shooter
to find in a sporting goods department

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store a better quality, a more
interesting variety of firearms.

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The company had been very successful for
its early years because Bill Ruger was

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one of these unique people in the
firearms industry who, whatever he

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make, people wanted it. He was like a
Remington or a Browning. He was just a

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brilliant guy.

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But when Bill Ruger stepped down and
later passed on, it couldn't be done

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way anymore.

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We actually had to make dramatic changes
to the company.

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The company had its peak under Bill
Ruger right during Y2K when the company

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shipped about 985 ,000 guns in one year.

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Bill, I remember, of course, in the
beginning that you were the designer and

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draftsman, in fact, of the various early
models.

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But what is the situation today?

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Well, I still take a great deal of...

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active participation in all this
engineering work but I don't spend the

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weeks on the drawing board that I did at
one time and this has become

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fortunately unnecessary because of this
closely knit design team that's been in

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the job and working in the company for
so many years you see and today with our

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great mutual understanding of problems
and objectives why

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Everybody here is contributing in a
major way to the solution of problems,

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we work as a team. Full team effort. I
would say so, yes.

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I love to work things out on the kitchen
table. I give a lot of thought at all

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times to these matters. But if it
weren't for the fact that there are men

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who can immediately interpret this and
reduce it to scale drawings and

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mechanism, why, obviously, we'd have
nowhere near the capacity we have.

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at the present time and this engineering
and effort is really the heart and soul

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of the whole enterprise i came to ruger
in september of 2006.

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it just seemed like there was a lot of
opportunity so i focused on bringing in

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engineers asking everyone i could from
wholesale distributors to retailers to

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consumers to all our sales people and
hunting guides to find out Anybody I

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talk to who was familiar with firearms
to find out what they'd like to see

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make.

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00:15:53,580 --> 00:15:58,200
And from there, and with a few good
hires on the engineering side, we got

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off and going.

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And we made our first major product
introduction, I think, in the fall

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of 07, in the late 90s and early 2000s.

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We weren't allowed to sell anything more
than 10 rounds in a magazine to anybody

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other than the police or the military.

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00:16:18,350 --> 00:16:23,810
And that expired, I believe, in 2004.
And here we were at the end of 2006.

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And Chris was saying, well, why don't we
sell some of these magazines to normal

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distribution?

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00:16:30,730 --> 00:16:32,790
It's legal. People want it.

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00:16:33,170 --> 00:16:35,830
And finally, we started selling them.

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And it turned out to be a big success.

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Another big change we made was... We
actually built product before telling

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people we had it.

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The tradition in the firearms industry
was to do everything you could to get

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cover of major gun magazines.

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00:16:51,400 --> 00:16:54,540
And then sometimes it might be two years
before there were any quantities of the

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00:16:54,540 --> 00:16:58,460
product made. And the consumers would
often blame the retailer and be angry

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the retailer when really it was the
manufacturer's fault.

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We thought we were doing a good job
having a couple of thousand guns ready

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go.

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And, of course, they just disappeared
overnight.

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I think they might have lasted one day,
and there wasn't enough.

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In subsequent product launches, we
slowly worked our way up to, you know,

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,000 to 3 and 4 and then 5, and then one
time we finally launched a product with

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10 ,000 guns, and they evaporated
immediately.

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And so that was a big change we
initiated in the industry, and I think

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our competitors started to follow us.

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I think the lesson in some of these
stories is...

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Listen to your customer.

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Ask them what they want. They were very
clear about what they wanted.

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And if it's ethical and legal and it's
within your capacity to do it,

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give the customer what they want, and
they'll reward you with a growing

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business.

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Everything that we make is made in
America. All our employees are U

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It's important for us as a company.
That's the way we started.

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That's the way, you know, certainly as
long as I'm here, we're going to stay.

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And, you know, you walk through our
factories, and you realize that we've

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great Americans in every one of our
factories. And one of the things I do

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we hire a new salesperson, I always want
them to spend time in our factories,

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not only to understand the puts and
takes on what the capabilities are of

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products, but to meet our associates and
for them to understand that, They're

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counting on you, the sales rep in the
field, to put their kids through

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The folks that are working on a shop
floor, working in an assembly cell, they

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can't sell one more firearm on a Friday
afternoon.

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They can't make one more stop at a
retail that's five miles past where I

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to get to today.

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But you can.

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It's more than just saying, you know,
made in the USA. It's really, it's

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American jobs.

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Closing a factory in America is more
than just the mechanics of shutting it

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down, moving jobs around, sourcing
components from overseas, things like

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It's people losing their livelihood.

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That's why sometimes Ruber is a little
more conservative.

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We operate with no debt and a very
strong balance sheet. We need to be

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control our destiny without having to
worry about big banks and whether they

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want to lend to the firearms industry or
not.

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So, again, that's what keeps me up at
night is really.

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can I maintain the workflow for all 1
,900 of those folks?

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You know, no matter what curveballs
we're thrown at by the market, I'd like

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think that we can outmaneuver that by
new products, production changes, and

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navigate the ups and downs of this
industry so that those folks continue to

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a job at Ruger.

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The people who want to work at Ruger are
folks that want to grow and learn, but

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also folks that really want to hold to
our values and appreciate our values,

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which our core values are teamwork,
integrity, respect, and innovation.

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So that's what we want is people who
want to embrace that and grow with that.

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And, you know, if we've got somebody
that's not an ethical person, we don't

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them on our team. No matter how good a
designer they are, a salesperson,

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got to be grounded with a solid moral
ethical background to be part of our